'Rogers Chocolate\r'

'Introduction Rogers’ cocoa is on a representation to bedevil the ships friendship double or ternion its size within 10 grades. An analysis weaken be performed to figure push through a strategicalal plan where Rogers’ Chocolate result be qualified to sustain, and maintain their image of providing bounteousness chocolates. The issue go about Rogers’ Chocolate is how they go out be adequate to(p) to attain forward-looking customers and sustain their peeled customers. To give a thorough analysis, I depart identify and apologize the strategic issue, present the results of the analysis, and present alternative strategies. Finally, I entrust present my recommendation and conclude the analysis.Strategic secrete The strategic issue facing Roger’s Chocolate is how to grow the company by creation qualified to deduce in the buff customers and still maintain their online customer innovation. The objective of Rogers’ Chocolate i s to double or triple the size of the company within 10 years. By growing, this means that they go out extremity more(prenominal) proceedsion, more employees, and more customers. Rogers’ Chocolate will need a strategy that will assistance arrangement them to be cap fit to grow the port they emergency it to. Analysis after reviewing Rogers’ Chocolates finances, they be broad(a) bring and befuddle improved from 2005 to 2006.This improvement understands fortune for the company to reach its objective of growing. According to their balance sheet, their stream ratio for 2006 is 1. 366 (2,330,241/1,705,132) and 1. 245 (2,896,842/2,326,966) for 2005. These numbers show that they be adapted to continue to pay off their obligations. This means they ar in a position where they shouldn’t go bankrupt. It in like manner shows that Rogers’ Chocolate atomic number 18 just in force(p) enough in the sense of turning their product into cash. The company ’s cash available for fol imprinting year, 2007, is $74,744. This is down from what they had at the beginning of the year, $151,802.This may stick out them when trying to invest into forward-looking aras. The external surroundings of Rogers’ Chocolate looks very promising. Godiva and Bernard Callebaut ar the only ones that attend to threaten Rogers’ Chocolate position in the merchandiseplace. The former(a) chocolate companies are of scraping quality and hurt except still contest with Rogers’ Chocolate. Godiva’s chocolates are priced senior higher but lower quality. Bernard Callebaut’s chocolate are similar to Godiva’s in price, are in similar locations as Rogers’ and are withal good in modernistic introductions and conciliateal worker products. They are besides superior to Rogers’ when it comes to their packaging.The internal environment doesn’t look well for Rogers’ Chocolate. With very few employees who do multiple jobs, Rogers’ seems like they are non able to handle their demand for their product. Also their issue with out of job product causes many problems when trying to cargo deck up with other demands. Strengths for Rogers’ Chocolates include liquidity and their specialty from other competitors. Roger’s is in a good position financially. They are non in the outdo position but are in a good enough position to make changes and improvements. Rogers’ is withal efficient.Once, a top they are non at their best, but are efficient enough to be a successful competitor. They are also very substantial in their image. They are able to differ from their competitors with high quality chocolate and an image that is shaftn locally. Rogers’ weaknesses are cash flow and merchandise. Although Roger’s Chocolate is not in a position to go bankrupt, they nonplus limited cash to invest into improving their operations. With the low amount of cash they have, they may have to lodge in over in the future. Another weakness is their doing efficiency. A low number of employees and bad preparation causes their business to be slow and inefficient.Inventory management and out of stock problems cannot continue if Rogers’ sine qua non to be able to grow into the company they want it to become. Rogers’ Chocolates has several opportunities. One opportunity is to maintain their current image to introduce recent products to compete with Bernard Callebaut. Having a brand-new product to compete can help can new customers and new commercialize share. Another opportunity is to provide lower quality chocolates to reach a new keister market. Being able to acquire a new market may bring those new customers to their current market.The main threat to Rogers’ chocolate is the competition. Not being able to deliver up with the competition or current trends can lead to lost market share. With Godiva h aving superior packaging, distribution, and price points, and Bernard Callebaut having superior packaging and seasonal influence, Rogers’ Chocolate could be falling behind shortly if they do not join the ranks. Rogers’ must adventure their niche in order to be able to compete not just locally, but globally. alternative Strategies Rogers’ Chocolates will need to befool new customers if they want to grow the company.To gain new customers, Rogers’ must take a seek a re-brand themselves with a new packaging design to make a new image. Implementing a new brand image will gather a new crowd of consumers that Rogers’ did not reach with its current image. To be able to do so, Rogers’ will need some financial help in order to invest gold into the new packaging design and image that they want to create. They will also need new store displays and selling tools to be able to push the image to customers. By creating this new image, they run the adorn on the line of losing their current customers.The new image that Rogers’ creates will grab the attention of a new market that will help gain market share that they presently do not have to aid in the developing of the company. For growth to happen, Rogers’ must be more efficient in production. The problems caused by out of stocks and bad planning are causing Rogers’ to not be as successful. When production plans are put on determine to end up special orders, it is not a good sign. takings should be a continuous flow. To change the production efficiency, Rogers’ will have to hire more employees so their current ones are not doing multiple functions.They will also need to use the correct info when planning production and forecasting next year’s sales. Once again, bills will be needed to hire and train new employees, as well as changing the planning method. Rogers’ risk is that the employees may not be as blessed when new hires come, since a pass on of the employees are thirdly generation employees. Also, another risk is that the new planning may cause the same problems such as discounting products or even wrong forecasting. Another way for Rogers’ to grow is to boost their online presence. Since well-disposed media is growing, Rogers’ could take return of it to gain traffic to their website.By doing so, not only will sales go up, but they will also be able to reach a new age group of 18-34, who use online shopping. This will give them new customers that will start to aid in replacing the aging customers that Rogers’ currently have. Since social media is a low cost, not a lot of notes will be needed, although it may be a good idea to hire a social media consultant to handle all the work. The only risk that I see Rogers’ facing is throwing away money if sales do not increase. If social media and a big online presence are not working, Rogers’ could vitrine a situatio n where they are not on the receiving end.They will need to research who the online customer base really is to gain information on how to market to that segment. Not only will a larger online presence grow the company, but also move business to the United States will help in the growth as well. Opening up retail stores in the US will help Rogers’ to start to gain a global presence. The way that Rogers’ retails their products shows that they know how to do it locally. To be able to reach the US, they will need to put a lot of driving into research the market on how to market to US customers.In their current retail stores, they display their products to suit the season with a Victorian theme. Rogers’ will need to do the same for the US, but use the information self-collected to create displays and trade tools that will gain a following. By changing to fit and gain sales in the US, Rogers’ has the risk of losing their current image as well as spending a lot of money just to gain customers that they may not get. This is the riskiest strategy. They will spend a lot of money by building retail stores and staffing them and marketing to a new segment. The risk of having their image ruined is also a risk.Since Rogers’ is well rooted in tradition, this may cause a stir among employees and their customers. Recommendation After reviewing the analysis and the alternative strategies, Rogers’ has several ways to carry through growth. I recommend that Rogers’ re-brand themselves with new packaging and marketing tools. Although there is a risk of losing current customers, I believe that is a very small risk. plenty who buy Rogers’ Chocolates are very loyal customers and have been buying them for years. Rogers’ is a company based of providing premium chocolate with high quality.Changing the image will not affect the quality of their chocolates, but rather gain new customers they don’t currently have and be able to compete against Godiva and Bernard Callebaut. The image that Rogers’ involve to create is an image that will still hold its tradition, but at the same time be edgy enough to strengthen its packaging, advertising, and distribution. This will ply new customers to get to know what Rogers’ Chocolates is and be able to keep the current ones coming back. Conclusion As you can see, Rogers’ chocolates objective is growth for the company.An analysis was performed to show the current financial and environmental state Rogers’ is currently in. after reviewing the analysis, I found that Rogers’ is in a good position to grow and again market share using their current products. I recommended that Rogers’ Chocolates create a new, edgy brand image to gain a new customer base. This will keep their current, loyal customers and help gain new customers who are soon to be loyal as well. Rogers’ has put themselves in a position to make this st rategic decision in order to grow the company into a market leader.\r\n'